Search is changing faster than ever before. With the rise of AI-generated content, search engines integrating generative experiences, and the emergence of Generative Engine Optimisation (GEO), the traditional SEO playbook is evolving.
In 2025, AI isn’t just powering how we create content, it’s also changing how users search, how Google and other engines display results, and how businesses need to optimise their online presence to stay competitive.
For small to mid-sized businesses, this transformation may seem daunting, but it’s also packed with opportunity. In this blog, we’ll break down what GEO and AI-driven SEO really mean, how search behaviour is shifting, and what your business can do now to prepare for the next era of search.
What Is GEO (Generative Engine Optimisation)?
Generative Engine Optimisation (GEO) is the newest frontier of SEO, focused on optimising content to appear in AI-generated search results. As search engines like Google’s SGE (Search Generative Experience), Microsoft Bing with ChatGPT, and AI-based assistants like Perplexity.ai begin using AI to summarise answers, traditional blue links are giving way to AI-generated answers.
That means instead of just ranking on Page 1, businesses now need to ensure their content:
- Feeds directly into AI summaries
- Is highly contextual, authoritative, and specific
- Includes structured data and topical relevance
- Builds trust through backlinks and clear E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness)
According to a 2024 study by BrightEdge, over 30% of search traffic is already being influenced by generative AI-powered search results, and that number is expected to double by the end of 2025.
How AI Is Influencing Search Behaviour
AI has changed the way people search online. Users are now:
- Asking longer, more conversational queries
- Expecting instant, summarised answers
- Trusting AI-powered snippets and tools like ChatGPT or SGE instead of scrolling through ten blue links
This shift is driven by convenience and speed. Instead of typing “solar panel benefits,” users now ask, “What are the top benefits of solar energy for a home in Sydney in 2025?”
Google’s algorithm now rewards content that answers questions clearly, quickly, and contextually—while penalising generic or keyword-stuffed posts.
The Role of AI in Content Creation
AI tools like ChatGPT, Jasper, and Gemini are increasingly used to assist with content writing. While these tools can streamline production, Google has made it clear: it will only reward helpful, original, and user-first content.
In fact, Google’s March 2024 Core Update specifically stated that content should:
- Demonstrate authentic expertise and originality
- Serve a clear purpose for the user
- Avoid relying solely on automation without human review
AI-assisted content isn’t the problem—it’s how you use it. Successful businesses are using AI as a co-pilot, not a replacement, combining automation with strategic human oversight to ensure quality, tone, and trustworthiness.
What Businesses Should Do Now to Stay Ahead
Here are key strategies small and mid-sized businesses can implement today to prepare for the rise of GEO and AI-led search:
1. Create Question-Based, Conversational Content
Format your blogs and landing pages to answer real user queries. Use FAQs, clear subheadings, and natural language that matches how people speak.
2. Optimise for E-E-A-T
Include author bios, case studies, testimonials, certifications, and real examples to build trust and demonstrate expertise.
3. Use Schema Markup & Structured Data
Help AI and search engines interpret your content better by tagging reviews, product details, FAQs, and business information with structured data.
4. Target Long-Tail & Contextual Keywords
Focus on intent-driven, niche-specific keywords that match conversational searches. Tools like AlsoAsked, AnswerThePublic, and Google’s People Also Ask can help.
5. Focus on Freshness and Consistency
AI-powered engines often prioritise recent, regularly updated content. Keep your blog and landing pages current to remain competitive in generative results.
Case Study
How Yingli Solar Used AI-Aligned SEO to Dominate a Competitive Market
The Challenge
Yingli Solar wanted to compete with top-tier brands in the highly competitive Australian solar industry. Their goal was to increase visibility for industry-specific keywords and drive relevant traffic from across the country.
The Strategy
Digital Presence designed a National SEO strategy rooted in modern AI-aligned practices:
- Conducted a deep keyword and competitor analysis
- Created high-value landing pages and news articles targeting long-tail, industry-specific queries
- Aligned on-page content with E-E-A-T principles
- Built quality backlinks to boost authority and trust
- Ensured all content was structured and primed for AI summarisation and voice search
The Results
- Average ranking positions improved by 10.25 spots across key terms
- 17 competitive keywords reached Page 1 on Google
- SEO now accounts for 65% of total website traffic, bringing in highly relevant and engaged users
- Total ranked keywords increased from 6 to 38, with the majority now appearing on Page 1 and 2
This case demonstrates how modern, AI-informed SEO, done ethically and strategically, can still win against industry giants.
The Future of Search Is Generative—Are You Ready?
With the rapid rise of AI-powered search engines, the SEO strategies of yesterday are no longer enough. Businesses that adapt to Generative Engine Optimisation (GEO) now will have a competitive edge as search evolves.
Instead of fearing AI, smart businesses are using it to:
- Improve content strategy
- Gain insights faster
- Optimise for the new rules of visibility
At Digital Presence, we help brands stay ahead with forward-thinking, results-driven SEO.
Want to future-proof your SEO strategy? Call us on 1300 867 726 or contact us via our website to align your content and visibility with the search engines of tomorrow.
